Holi - MARCH 2021 - Rediffusion
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M A R C H 202 1 Holi Issue
Contents
Ma
Finally, colour 03
Passion Fuels Passion 04
First Issue
Rockstar Rediffusionists 13
Silly Point with Harsha Bhogle 16
Fresh Brews 20
Forced-to-be Good or the New Force of Good? 23
Vintage Fusion 28
Gladvertising 29
Finally,
colour!
The festival of love.
The festival of colours.
The festival of spring.
Holi has many descriptions. Yet, what is clear is that, this
summer, things seem to be changing. For the (much, much)
better.
Yes, the cases are rising again in some parts of our country,
which is unfortunate. But, we also have vaccines at hand and,
this time, we're ready.
A year on, our defiance and resilience is visible and palpable.
Advertising agencies are again thrumming with energy, film
shoots are underway (including many of our own, to be
revealed in due time), and the world is getting back on its feet.
Work from home isn't the burden it used to be; working at
office no longer laced with fear.
More importantly, as is evident from all the work we've seen so
far and the briefs we're working on, we are reminded that
creativity flourishes best when it's challenged.
It's the beginning of a brand new year, a brand new spring.
It's time for life and colour to blossom.
Welcome to the Holi edition.
Ananda Ray
- Creative Head
03
Passion
Fuels
Passion
Or what wildlife
photography taught me
about brand building.
By
Nilesh Mohan Fatnaney
Partner – Strategic Planning, Rediffusion.
04
As human beings, we all are passionate about a few things or at
least that is what I would like to believe. Be it reading books or
listening to music or playing a sport, we all have that one thing
we are crazy about and we pursue it with unrelenting zeal. The
mere act of pursuing our passion and going through its motions
often gives us immense satisfaction irrespective of the outcome.
The smarter ones amongst us convert their passion into their
profession and end up living immensely happy and satisfying
lives, while the rest of us try and pursue our passions every now
and then when time permits.
Fortunately for me, building strong brands is something I have
been passionately pursuing for over a decade, and it was on this
journey that I discovered I had a passion for photographing
wildlife as well.
Shocked?
Surprised?
Initially, I was surprised too and didn’t give much thought to it
as I was happy doing the things I loved. It was only during a
particularly difficult assignment that I was able to "connect the
dots" and appreciate the striking similarities between the two.
So ladies and gentlemen, buckle your seat belts and hold on to
your hats as we embark on our safari through my bumpy
observations.
1 One thing that
takes your sleep away
05
No-no-no. I am not referring to nightmares, snoring partners,
mosquitoes, anxiety, stress or any of those unsavoury things.
Instead, I am referring to that one thing that keeps you awake
all night in a good way.
Be it a consumer problem that you keep thinking of or that one
wildlife shot you dream about, both passions require a target to
help you channelise your energies.
Also, setting a challenging target makes you feel more energised
and creative while you work towards attaining it. I realised this
on my unsuccessful quest to photograph the rare Red Panda in
Sikkim and again on another similar failed attempt to catch a
glimpse of the Snow Leopard in Ladakh. Compared to all my
other trips till then, I had never felt more energised and more
creative than on these two.
Try it the next time you are choosing the consumer problem
your brand needs to solve and see the rush of energy and
creativity in your work and that of your team's.
2 No shortcuts
Be it brand building or wildlife photography, there are absolutely
no shortcuts to attaining the final result. You have to go through
the process and any shortcut you take could be to your or your
brand’s detriment.
To share a leaf out of my many misadventures, I was super
06
starry-eyed when I had just begun my tryst with wildlife
photography. I used to almost revere some wildlife
photographers for their ability to get head-on images of birds of
prey flying towards them, looking all glorious with their talons
out and beaks open and I ended up joining one of their expensive
‘boot camps’. Here I learnt they were using baits to lure these
birds who were captured from the wild and had been
domesticated for this very purpose. That very moment, I lost all
respect for them and their work and regretted attending their
boot camp as it took away all the joy and love I felt while
attempting to capture these subjects in the wild.
Similarly, on our journey to build strong brands, we may at
times get enamoured by the prospect of using a renowned
celebrity to build our brand quickly. However, we must realize
that celebrities are brands in themselves, and they carry the risk
of making mistakes that may damage your brand's reputation
more than it damages theirs.
Case in point, the Nepotism triggered outrage against Alia Bhatt
in August 2020 resulted in a boycott of brands she endorses like
PhonePe, Garnier, MakeMyTrip while the trailer of her movie
Sadak 2 became the most disliked trailer on YouTube, garnering
over 12 Million thumbs-down.
Let us instead take a cue from some of the biggest global brands
like Apple and Amazon who have built their equity without such
short-cuts.
3 Immersion is key
When you set your aspirations to photograph a certain species it
pays to immerse yourself in understanding their life and
environment. Learn all there is to learn about their behaviour,
their sleep cycles, their breeding cycles, when they are at their
absolute best during the year. Also, try and understand the
natural habitat they live in, the predators or competitors they are
up against, the types of trees that dominate the landscape,
interesting features like lakes, rivers, abandoned palaces, etc. for
you to leverage. Speak to other wildlife enthusiasts and forest
guides who are interested in your subject: when was the last
time someone spotted it, how frequently can one spot that
subject in a particular area, does it have a defined territory it
patrols or breeding ground it roosts in, how dense is its prey
base, etc.
07
All this information will help you improve your chances of
success. It will help you decide when to time your trip as per the
best natural conditions, what type of gear to pack as per the
terrain, at which spot you are more likely to see it, etc.
Similarly, to build a strong brand, we must first immerse
ourselves in understanding the lives of our consumers, their pain
points, their beliefs, motivations and triggers for their behaviour.
Also, a fair understanding of their society, culture and
aspirations allows us to narrow down on the brand promises we
should and should not make. Reading up case studies of brands
solving a similar consumer problem and learning how your
competitor brands are attempting to do the same will inform a
lot of decisions we make down the line.
Strong global brands like Nike, Colgate and Dove spend a
disproportionate amount of time on understanding their
consumers’ lives, and the culture they share before they work on
developing a solution.
08
4 It is both an art and
a science
Wildlife photography is about capturing that split second when
natural light and animal behaviour come together to create an
emotional image. Sounds easy, isn't it?
However the real beauty lies in the fact that none of us can
dictate how Mother Nature should behave at any given moment,
we cannot set the weather as per our liking, nor can we choose
the intensity of the cloud cover, or the angle of the sun's rays,
nor can we instruct any of the wild animals to pose in a certain
way or to do a particular thing.
What we could and often do is attempt to master the science of
photography i.e. nail the holy trinity of exposure, shutter speed
and ISO as per the ambient light. Choose the right camera lens
for the job. Stabilise it using a bean-bag or tripod. Use a remote
shutter release to reduce vibration due to mirror slap. Post this,
we dabble with the art of photography. i.e. using the rules of
09
composition to pre-frame our shot, positioning ourselves in a
manner that allows for the best possible foreground,
background and optimal amount of habitat around our subject,
deciding to either zoom in or zoom out depending on what we
are trying to highlight.
After all this, when we review our day's work, we often curse
ourselves for either not removing the lens cap or not holding
our breath to counter the adrenaline rush while taking the shot
or for zooming in too close and butchering the subject or for
blowing out the highlights due to improper metering. I hold the
dubious distinction of doing all these and some more, which I
feel too embarrassed to admit in public.
Similarly, brand building is both a science as well as an art.
While the must-haves like consumer problem, relevant brand
promise, functional benefit, emotional benefit, brand
messaging, brand values, collaterals, font, logo, tagline, etc. are
critical building blocks and belong to the science of brand
building, in knowing how, when and how much to play up a
particular brand asset in relation to the other lies the art of
brand building.
105 Patience is the key
to success
Wildlife photography is 1% Inspiration and 99% Perspiration –
quite literally. Other than the excitement of capturing your
most sought after subject and spending days, weeks and,
sometimes, even months reading up and planning your trip,
what you end up doing 99% of the time is just waiting. Once
you reach your desired spot and pre-compose your frame to the
best of your abilities, all you can do after that is just wait. And
that is what you do. Quietly and patiently you wait, in the
water, in the mud, in the swamps, under the scorching sun, in
the snow, with a heart full of faith in your abilities, you wait for
that special moment when your subject will enter your
pre-visualised frame and you will capture a reflection of the
same for posterity. And once in a while, Mother Nature rewards
you for your efforts. All the patience, the waiting, the doubting,
the faith, the efforts all get rewarded with a sight which can
never be replicated, a sight which overawes you with its raw
natural beauty to such an extent that you let out a silent prayer
thanking the Almighty for having blessed you with the gift of
sight, for having made you capable of appreciating a fraction of
His creations, for having blessed you with the mental, physical
and financial means to be able to pursue such a passion with
vigour.
11Despite all the bias for speed and quick turnarounds, brand
building too requires a healthy dose of patience. Once a
pressing consumer problem has been uncovered, a relevant
brand promise has been crafted, a distinctive communication
campaign developed, paid, owned and earned media vehicles
shortlisted and once a brand campaign is launched, all we can
do is wait. We wait for the campaign to build up reach, we wait
for it to build up recall, with a heart full of faith in our abilities,
we wait for our target consumers to get exposed to our
campaign. There are tense moments, too; at times there are
high decibel competitor campaigns that have launched with us,
sometimes news events or natural phenomenon drive consumer
attention away from our message. And just like it happens in
the wilderness, sometimes we are bountifully rewarded for our
efforts. Our campaign finds appeal amongst our target
consumers, they actively share and promote it amongst their
circle of friends and relatives, our brand gains disproportionate
mindshare, our product starts flying off the shelves, sometimes
our efforts are also recognised by our peers in the industry,
sometimes our efforts win awards, become case studies, are
used as benchmarks that others attempt to better.
With this, ladies and gentlemen, we come to the end of our wild
safari through my bumpy observations. While this was my
humble attempt to identify and share some key observations, I
am sure each of us could draw similar parallels between the
passions we actively pursue and our day to day lives. In case
some of you are equally passionate about wildlife photography,
do send in your observations and we would be happy to add
them to this list. I sincerely hope you all enjoyed reading this
article and didn’t resort to pulling out your hair like I did while
putting these observations together.
Until next time, when we explore ‘Sourdough’ bread making
and brand building, au revoir.
Note: All the photographs in this article have been captured by me
across my many wildlife photography sojourns.
12Harsha
Bh gle
During a lecture at IIM
Ahmedabad when someone
asked him what his CGPA was
as a student, this was his
prompt retort: “I learnt this
very early in my childhood.
Remember the good, forget the
bad.” It is this quick wit and
spontaneous oratory which has
made him a household name in
India and even across the world of
cricket. His reputation is such
that he would arguably be
Rediffusion’s most famous
alumni ever!Meet the one and only Harsha Bhogle, who has,
perhaps single-handedly, turned watching
cricket into that insightful-yet-casual,
serious-yet-light-hearted,
emotional-yet-intellectual and awesome
experience that it is today.
The one who was profound enough to remark that “there is no
better unscripted drama than live sports.”
Or observant enough to point out that an “eruption of joy at the
fall of an Indian wicket can only mean
one thing” and that is, a certain Sachin
Ramesh Tendulkar is coming out to bat
next.
The one who was poetic enough to say
that Cheteshwar Pujara is “a classical
musician in the era of Yo Yo Honey
Singh.”
Or precise enough to once describe an
ongoing Sachin-Dhoni partnership as:
“We have a surgeon at one end and a butcher at the other.”
The one who was patriotic enough to give it back to Sir
Geoffrey Boycott who had said that Sachin may be a great
batsman but he never got his name at the Lord's honours
boards: “So whose loss is it, Sachin’s or the honours boards?”
Or witty enough to comment on Narendra Hirwani’s batting
skills by saying: “If you make a team with all the No 11s of all
the teams, Hirwani would still come at No. 11 in the line-up”.
14He surely must have been talented and articulate enough to go
on to become India’s greatest cricket commentator ever, but by
his own admission, it was advertising and his two year stint
with Rediffusion from June 1985 to October 1987, that helped
him to hone his writing skills and become a far better
journalist than he would have ever been if he had come from a
news desk background. It was in Rediffusion that he got to
work with brilliant minds and
he would look at
creative geniuses like Diwan Arun
Nanda, Ajit Balakrishnan, Ashoke
key numbers of
Bijapurkar, Ashok Kurien, Kamlesh
Pandey, Bugs Bhargava, Anand
Halve etc – and he only has nothing
all ads and but high praise for all of them. The
art of story-telling, compelling the
swears that he reader to read on – these are the
tricks that he picked up from
could just look Rediffusion and which came
immensely handy to him in his
at an ad and tell
career as a cricket writer, because
advertising had already taught him
whether it was a
the importance of being different
from the others and standing out.
Rediffusion ad And today he does not just stand
out but stands tall in the paeans of
Indian cricket folklore. Rediffusion
was not just his first job, it was his first love as well, the only
place he truly, even desperately, wanted to join from campus
(he was so desperate that he even flubbed his campus Rediff
interview). Such was his love for Rediffusion that he would look
at key numbers of all ads and swears that he could just look at
an ad and tell whether it was a Rediffusion ad (the metaphorist
in him pipes up: “It is like listening to a tune and recognising
whether it is OP Nayyar’s or Madan Mohan’s”).
Harsha Bhogle, Rockstar Rediffusionist, we salute you and are
proud to induct you into our very own Hall of Fame. May you
deal in boundaries and sixes and pull a fast one every now and
then, as you continue to spread joy amongst cricket lovers
around the world…
15In a freewheeling chat with Navonil Chatterjee and Harish Mishra, Harsha Bhogle talks about his Rediffusion experience. Silly Point With Harsha Bhogle
It was just 2 years that he spent at Rediffusion. But those 2
years were so full of learning, memories, people, events and
anecdotes, that he seemed to remember each of those
experiences as vividly as if they were of yesterday. Although
truth be told, they were of a time and era that was almost 3 1/2
decades ago! Excerpts from the chat...
“My first job, straight out of campus”
Rediffusion was the only agency I wanted to work in. I
remember my colleagues from campus had applied on an
average to 15-20 companies, while I just applied to 3 or 4. I used
to follow ads very closely, and used to specially look out for the
Rediffusion key number under the ad.
We will be “I wanted the Rediff job so
desperately that I flubbed
giving you the my interview big time”
job, but you will
When you desperately want something,
you get tense. I wanted this job so badly
have to promise
that I messed up my Rediff interview. I
had given up hope but then I got a call –
me one thing –
‘Placement Office mein bulaya hai aap
ko’. There, Ashoke Bijapurkar told me:
that you will
“We will be giving you the job, but you
will have to promise me one thing –
never give an
that you will never give an interview so
bad ever again!” And that’s how I landed
interview so
my dream job.
On Arun Nanda …
bad ever again! When I joined, I remember Mr. Arun
Nanda taking us around the office.
There was a small room where the
copywriters sat. And there was another room for art directors.
The people who were there at Rediff that time – Kamlesh
Pandey, Bugs Bhargava, Arun Kale …I remember Mr Nanda
telling us that these are people whom we have got from other
agencies, but they do better work at Rediffusion than anywhere
else because of the environment we created here. And this is
something that I have gone on to observe with cricket teams
too, later in my career. Teams that do well are where there is a
good environment nurtured, where there is no room for
17insecurity, and players don’t have to worry about their
performances. And that’s the kind of team and environment
that Mr Nanda created. The other thing about Mr Nanda was
that the clients usually listened to whatever he said.
On Ajit Balakrishnan …
I remember seeing Ajit during my placement interview. He was
wearing a round neck T-shirt and I thought this must be a cool
place to work in. He once came for a
No carrying or Colgate meeting where we presented
a campaign which the client for some
presenting of reason did not like. And Ajit said: “Ok
we will come back to you.” No
options! carrying or presenting of options!
Those were the days when we usually
Those were the presented just 1 campaign to the
client. The thinking was, just like the
days when we client knew its product, the agency
knew how the advertising of that
usually product ought to be! I also remember
his pithy, incisive comment after we
presented just showed him the Kapil Dev-starrer
‘Palmolive da jawab nahin’ ad:
1 campaign to “You’ve taken a rustic, high energy
performer and put him somewhere
client. else.” How these people could
immediately cut to the chase!
The People at Rediff
There were characters there, a core group of loyalists who were
there for a long time and understood the Rediffusion legacy.
Quite a lot of them had IIM roots. Ashoke Bijapurkar used to
take our ASPM course and I used to badger him continuously.
Ashok Kurien … how he sold creative …they were all tigers
there.
The Tendulkar before ‘the’ Tendulkar
It was in Rediff, that he first met Tendulkar. No, not God. Not
that one. This was Prabhakar Tendulkar, the Studio Manager
then at Rediffusion. And this Tendulkar too, taught him a thing
or two. About artworks, masters etc!
18On Being an AE (Account Executive) at
Rediffusion
AEs had to do everything those days. From meeting clients,
getting the brief, doing the competition scan, writing the
creative brief, briefing creatives, selling the creative to the client
(creative people seldom ever sold their campaigns those days),
doing media planning (we only had media ops people then, no
media planners), carrying model pictures to the client, getting
artwork ready, transparencies, production planning, colour
separation, estimates, billing, maintaining guard books… the
works. I also knew that with the quality of people around me, I
was correct at whatever I did. I learnt more about advertising in
those 2 years than I ever did at any other point of time.
On the Rediff Stint Helping Him in his
Future Career
Working in Rediffusion and working with creative people helped
me in writing about cricket. If I had worked for PTI, I would
have been a boring writer. I started off in MidDay where I had to
report on stories that were already covered by the morning
papers! I had to do something different.
Also, I realised that the reader was under
no obligation to read my article till the
end. Beyond a doubt, advertising
influenced my writing.
On When He Was Roped in
to Enact a Storyboard ...
Kamlesh Pandey had cracked an ad about
an expensive Jenson & Nicholson
distemper, where he wanted to show 2
people – the smart and suave guy who
bought the expensive distemper and the
ragged and stupid guy who bought the
‘sasta’ paint. And Kamlesh felt that a
storyboard won’t be enough; instead we
should enact the storyboard. No prizes for
guessing that while Harish Mishra got to
play the smart, suave guy, yours truly had
to be the choice for playing the
torn-shirt-ragged-hair-sasta-paint-buying
guy!
19fresh Brews of the month What's up with you this month? Here's what's up with us! Times Power of Print East Zone Winner The prestigious annual contest, “Times Power of Print”, was held this year too. The topic was - “Wear a mask not just to protect yourself, but to protect others from you”. Rediffusion Kolkata's Arindam Dey (Art) and Sourav Mukherjee (Copy) participated with an interactive print innovation idea which was declared the East Zone Winner.
21
Womens' Day #SanitizeASong
Movement
Keo Karpin
For Women’s Day, we did an impactful Social Media
campaign for the brand Keo Karpin, which is known for
products that care for women's needs. The campaign called
out Bollywood songs that objectify women. The lyrics of
some popular songs were changed to make them
empowering. Users were asked to join in with
#SanitizeASong. This became a movement when netizens
started engaging with the posts on Keo Karpin's FB page.
22Forced-to-be Good
or
the New Force of Good?
Rujuta Singh
Partner - Strategic PlanningThe Pivots of Covid
Brands are caught in the storm of a post-Covid world. The
definition of good and bad has changed. Never was there a
bigger enemy for the world collectively. Even the aliens from
sci-fi movies generally tend to attack the US and China. The
world has changed, the consumers have pivoted.
Many are calling it the post-capitalist world. Consumers are
busy judging themselves, those around them and their
relationships. Their neighbours, peers, family members,
friends, influencers, and the products they use, are all
undergoing scrutiny. Convenience, transparency and ethics
are some of the acquired values of
importance while judging brands.
Less in-person
Some relationships have pivoted
too. Family members, including meeting has
kids, are taking up newer
responsibilities. Some increased the
relationships have strengthened
despite physical distances, like distance between
NRIs with their parents and their
home country. Or RWAs’ and employees, with
society members’ active
WhatsApp groups. clients, distant
But some relationships have family members,
turned for the worse too. Less
in-person meeting has increased friends in the
the distance between employees,
with clients, distant family larger circle.
members, friends in the larger
circle.
Brands respond
Some brands have pivoted in response to woke capitalism.
Large corporations and brands have often been accused of
accumulating profits while leaving the world in a shittier
24place than when they entered it. But these woke brands are
not only just talking, but also walking the talk. We saw
alcohol companies making hand sanitisers, auto companies
making ventilators and biscuit companies focusing on
producing their main selling brands and supplying them to
frontline workers and migrants.
These pivots are not limited to
We saw alcohol
products alone. The big brands
are reimagining the model of
companies
corporations themselves. Unilever
has just proposed an interesting
making hand
deal. In its quest to vaccinate its
employees quickly, they have
sanitisers,
proposed "buy one leave one",
whereby Unilever will donate one
auto companies
vaccine to the poor nations for
each vaccine that it buys for its
making
employees. Unilever’s purpose is
to fight inequities and by
ventilators
supplying vaccines to the poor
while taking care of its
employees, it is redefining the
way to approach profit making.
Tum mujhe data do, mai
tumhe azaadi dunga.
That is what Pfizer promised Israel as it struck an early
deal with the nation to provide Covid vaccines. Israel agreed
to provide data on each citizen’s age, gender, medical
history and vaccine response, in return for a guaranteed 10
million doses and continued flow of vaccines from Pfizer.
As a result, two in three Israelis have already been
vaccinated even as you read this. While at the turn of the
century, brands were trying to go after your money, selling
you everyday products with higher order benefits, the new
age brands are going after your identity, your soul, with a
promise to show you the way to a good, better, best life.
25In the new world, there is simply no running away from
good. What can brands do to stay afloat and thrive in this
post capitalist world?
How can brands become the forces of good rather than be
forced to be good?
Make your brand more virtual, but also
more human
As the world becomes more automated, what will matter is
what your brand does to humans that machines cannot do.
Like care for them, bring them closer, nurture their
creativity and even give purpose to their lives.
Impact approach rather than a reductionist
approach
“When the wind blows, there are those that build walls and
then there are those who build windmills”. Brands that
have realised their opportunities
consumers are
in the pandemic and approach
their woke-ism through the lens
not going to
of the impact that they will be
making rather than the problems
sacrifice basic
they will be solving will earn
loyalty. A brand promise of
benefits like
helping girls stand on their feet
with learning and livelihood has
taste, health or
more substance than a brand that
focuses on educating girls.
Get the ‘And / Or’ equation
right
convenience to
In one recent survey, 65% people buy higher order
benefits.
said they want to buy
purpose-driven brands that
advocate sustainability, yet only
about 26% actually do so*. Let’s
be clear: consumers are not going to sacrifice basic benefits
like taste, health or convenience to buy higher order
benefits. It is not a trade-off or a case of “ORs”. The last
decade saw many brands adding “Ands” to their product
benefits. A shampoo + a conditioner, a deodorant + an
26armpit whitener, a sanitiser that also moisturises. The next
decade calls for an approach of ‘product + feeling’. Make me
look good AND feel good about using it.
Address new tensions in the consumer’s life
Successful brands address tensions simmering in a
consumer’s life. Surf Excel managed to show a solution to the
good parenting vs. dirt debate. But since the lockdown, new
tensions have emerged. For
instance, the tyranny of
convenience. As more of our lives consumers are
are moving online, driven by
convenience, it is also making us trusting people
more vulnerable to surveillance,
fraud and loss of control. Or the they know more
health vs. freedom tension.
than some
Pay attention to the hidden
influencers random
There’s a buildup of trust deficit
among consumers regarding influencers on
influencers. At the same time,
consumers are trusting people they social media.
know more than some random
influencers on social media. Advocacy works for behavioral
change more than influencers. But who are your real
advocates? In the do-good age, they might not be your brand
advocates, but they have to be your brand agenda advocates
when you undertake a behavioral change campaign.
Campaigns calling for the need of waste segregation often
target the home owners or home-makers in the house. But
who actually puts out the waste is the maid in an urban
well-to-do household who is actually watching your
campaign on her mobile phone. While your campaign may be
able to convince the home-maker, the maid continues to
dump all waste in one as she simply doesn’t understand the
concept and utility of waste segregation.
Identifying and working with all influencers who can
contribute to sustainable behavior change will be the key to a
brand becoming a force of good rather than forced-to-be
good.
* https://hbr.org/2019/07/the-elusive-green-consumer 27‘90s
Vintage
Fusion
The Tata
Taazgi
‘Ride on popular culture’ is a marketing mantra that brands try to
adopt a lot these days. Rediffusion as always, was far ahead of it’s
time, and leveraged this mantra to spectacular effect, way back in
the 90s. Amitabh Bachchan’s blockbuster film ‘Hum’ featured a
chartbuster song called ‘Jumma
Chumma De De’ and that became the
pop culture inspiration for the agency
when it was working on a campaign
for Tata Tea.
From a predominantly tea-plantation
company in the early 1980s, Tata Tea
ventured into branded tea in the late
1980s. The company leadership
realised that despite having over 50
tea gardens across India, they had the tea but not the brand. Tata
Tea’s transition from trading to branding got a huge fillip with
Rediffusion’s famous ‘Anu Taazgi De De’ campaign, where the
Tata Tea brand got the entire nation singing to its tune.
‘Taazgi’ or freshness, was the brand
promise accruing out of the Tata
company’s ownership of the entire
value chain – right from sourcing to
distribution - which, in turn, ensured
freshness for the consumers. The ad
featuring Javed Jaffrey and actress Anu
Aggarwal brought alive that feeling of
‘taazgi’ and it’s ‘Anu Taazgi De De’
jingle went on to become extremely
popular.
28ladvertisin
"I'm a Mac" actor
Justin Long is now
a PC guy
Nearly two decades ago, Justin Long praised the many
advantages of Mac computers while playing one in Apple's
iconic "Get a Mac" commercials.
He has switched sides and now features in Intel's new ad
campaign taking jabs at Apple.
The chip maker created 5 ads mocking Macs and highlighted
Intel’s superior technology (unlocking your computer with
your face), poked fun at how Apple requires users to buy extra
stuff while Intel laptops can transform into a tablet while
being available in different color options.
Now only time will tell us whether an iconic mascot shifting
his allegiance affects Apple or not!
29Please send your
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or feedback to
editor@rediffusionist.in
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